Adweek reported on the alleged competition for Wrigley’s Extra gum, a battle between Omnicom sister agencies Energy BBDO and DDB. Can’t help but think this pitch demonstrates the continuing collusion between clients and White advertising agencies to perpetuate the industry’s exclusivity. Omnicom has always been good at conspiring to keep accounts within the network. But what’s up with Wrigley? An executive for the gum maker insisted the company “maintains relationships with a number of best-in-class creative partners,” yet one would be hard-pressed to display any best-in-class creative the Extra brand has ever executed. Nonetheless, the account has been rotating between Energy BBDO and DDB for years.
Granted, Wrigley has the right to work with any agency it chooses. But take a look at the following excerpt from the company website:
At Wrigley, Diversity and Inclusion is not a program — it is who we are and how we live. It is valued in the decisions we make on behalf of our company and inherent in our core values. By appreciating that each associate is unique and assuring that each associate feels connected to others in the organization, we are positioning our company for exceptional performance.
The Wrigley website features more kumbaya-style commentary. Despite the pontificating, the gum maker obviously has no problem partnering with advertising agencies where diversity and inclusion are illusions. Which makes Wrigley look extra, extra, extra hypocritical.